US ad spend drops 3.9% in third quarter
Advertising spend in the US declined 3.9 per cent to $36.4bn in the third quarter of 2015, according to Kantar Media.
The latest figures are in line with this year’s overall ad spend in the US. According to Kantar, ad spending fell four per cent during the first nine months of 2015.
Kantar does not yet include online and mobile video advertising in numbers in its reports, but the company noted that its analysis shows that these channels are growing rapidly at the expense of other media.
In the television realm, Spanish-language TV was the only category to see ad spend growth with a 1.1 per cent rise.
Network TV spending was down one per cent for the quarter, but Kantar noted that this was largely because there was one less weekend of NFL games in September compared to last year. Otherwise, it estimates network TV ad spend would have been up three or four per cent.
Cable TV spend dropped 4.2 per cent in the third quarter as consumer package goods advertisers – which according to Kantar, normally accounts for roughly one-fifth of cable ad dollars – purchased less commercial time.
Paid search spending grew 3.7 per cent while online display (not including mobile or video) fell 12.2 per cent.
Outdoor ad spending grew four per cent as digital billboards see growth at an above average rate.